Publish date:

• 13th January, 2022

The newest Marketing Cloud release comes with new features to aid users to increase the value of information and a smoother linkage of all activities. Users can personalize the tracking component & evaluating consumer behavior, optimize cross-channel customization and widen the power of first-party data across both Marketing Cloud and 3^rd party apps. In this blog, we are looking at different ways the new release will help the marketing campaigns get an edge. 

Mobile Marketing Enhancements - The latest cell device marketing enhancements enable the marketing team and admins to make & define personalized app events, create journeys in real-time based on app use, and link the mobile app software development kit (SDK) with Journey Builder. As tech changes, businesses and their marketing teams need to keep pace with the changes and provide service to consumers in devices of their choice. The most popular currently is the ubiquitous cell phone. The enhancements enable users to monitor behavior with events such as purchases & screen views as well as set up a basis for real-time contextual journeys. 

Interaction Studio: Journey Builder Activity – Sharing of all data across various touch points is vital to the success of the marketing team.  The Journey Builder Activity enables users to share persona, traits, and actions from Journey Builder to Interaction Studio. Plus this data can be used to customize content for different formats such as email, website, and CRM.  

Customer Data Platform: Advanced Data Intelligence - This feature enables each client engagement to be focussed as well as better customized. Advanced Identity Resolution joins obvious duplicates and finds more records that pertain to the same person. Streaming Insights & Data Actions analyses information from real-time engagement events and begins workflows determined on pre-set rules. Einstein in CDP Segmentation allows marketing teams to curate robust segments beyond Email Studio & Journey Builder and link them with cross-cloud data to trigger these insights to new channels.

Customer Data Platform: Extensibility Enhancements – 4 main enhancements in the Salesforce CDP assist linkage to additional data sources, leading to an enhanced source of truth for every client and more connected experiences throughout. 

B2C Commerce Connector rationalizes data-management activities for marketing, commerce, and digital experiences in a single platform 

Google Connector & Mulesoft provide more flexibility in data that can be absorbed, leading to healthier single profiles 

Salesforce Interactions SDK provides greater linkage with a shared SDK tag and data model between CDP and Interaction Studio. 

Tableau Enhancements translate to quicker time to value with pre-built dashboards and more expansive access to CDP in Tableau products. 

Pardot: Extensibility Enhancements - Pardot Extensibility Enhancements lets marketing teams rationalize their processes and take action on information collated via external means.